HOW TO SELL THE TOP-OF-THE-LINE-OPTION

You've probably heard this before from a prospect or customer:

"What's the difference between the $400 model and the $575 version?"

Or, "How does the Deluxe system compare to the Super Extravagant system?"

What they're really saying: "I could buy the higher-end product/service, I'm not yet convinced of the value. So help me understand why I should get it."

Understand your opportunity here!

First, the mistakes to avoid:

MISTAKE: GAGGING OUT A DATA-DUMP EXPLANATION
Just like at any point in the sales process, if you present data without knowing what, specifically, they would or could be interested in, it could cause their eyes to glaze over. Worse, you might provide fodder for an objection.

MISTAKE: DOWNPLAYING THE HIGHER-PRICED OPTION
For fear of losing any type of sale, some reps play up the lower-priced option while not knowing anything about the prospect's situation. They make an assumption that the person won't buy higher. This assumption takes money out of your pocket.

Again, keep in mind that when they ask about the higher-priced item they could be saying, "I can be sold on the higher-priced version ... I just need to justify it."

Your first response should not be presenting. Instead, question. Focus questions on uncovering reasons why the top-of-the-line version delivers more value, to determine if that's what they need or want.

For example, "Well, the Deluxe Option has a few nice extras that might be a good fit for you. Let's find out. Tell me, do you ever run into situations where you have to manually extract the additional data you need from your database? I see. Well this version does that for you. And, how about situations where ..."

Or, "I'll be happy to explain. So I can make my comments most relevant, please tell me, how do you plan on using the system?"

There are many more sales reps who sell on low price than there are buyers who buy strictly because of price. Find out what they need, and everyone wins.

Go and have your best week ever!

Art

About the Author

Art Sobczak, President of Business By Phone Inc., specializes in one area only: working with business-to-business salespeople--both inside and outside--designing and delivering content-rich programs that participants begin showing results from the very next time they get on the phone. Audiences love his down-to-earth, entertaining style, and low-pressure, easy-to-use, customer oriented ideas and techniques.

Copyright, Art Sobczak, Business By Phone Inc. Reprinted with permission from Art Sobczak's "TelE-Sales Hot Tips of the Week." To subscribe free, visit http://store.businessbyphone.com/ps.dll?a=mgold6866

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arts@businessbyphone.com
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